Why Your Real Estate Business Needs Email Marketing Right Now
Email is better than ever and quite frankly the #1 marketing tool your business needs right now! You must have an email list for real estate leads if you ever want to stop door knocking and spamming your sphere of influence.
If you read my blogs, you’ll see I talk A LOT about the benefits of social media marketing for real estate agents, and don’t get me wrong I totally believe social media is a strong second to email marketing.
But having an email list for real estate leads is the absolute best way to get in front of your ideal clients and create more opportunities to convert subscribers into clients. Your email list is your database of past, present, and potential clients.
Still don’t believe me? Ok let’s talk stats. Did you know that…
- Less than 6% of your followers actually see your social media posts?
- 3.57% of people click through on links on email compared to .07% on Facebook
- Email marketing has acquired 40x more customers than Facebook and Twitter combined.
- A message is 5x more likely to be seen in email than via Facebook
- 58% of people check their email first thing in the morning
Key Benefits Of An email list for real estate leads
1. YOU OWN YOUR EMAIL LIST, NOT YOUR SOCIAL MEDIA FOLLOWERS
Unless you are Mark Zuckerberg you don’t own your social media followers. Not only that but thanks to the regularly updated algorithm, it has become increasingly difficult to even get your followers to even see your posts.
Your Facebook fans seeing your amazing market insights, your Instagram followers are not reading your witty captions, and your Twitter buds are definitely not seeing your perfectly timed tweets. The platforms own the users, including you. And they want you to pay to play.
That’s why starting an email list is so dang on important. Because when you get subscribers you are in complete control of when they hear from you, what they read, and what relationship you are building with them.
2. SPEAK DIRECTLY TO PEOPLE WHO CARE ABOUT YOUR SERVICES
Yes, I said relationship. Marketing is all about building meaningful connections. And that starts by only having people on your list that want to be there. That means don’t just add every person you have ever met to your email list and start spamming them. That is no different then stuffing their physical mailbox with junk mail.
You want your subscribers to willingly “opt-in” to your email list for real estate leads so they are not only not surprised when they hear from you but dare I say…excited. Ok, excited might be a stretch but at least they won’t be completely annoyed.
How do you get them to opt in you ask? Offer your niche market something that you know they absolutely need or want. For example, if your niche is First-time Homebuyers you can offer them the 7 Steps to Buying Your First Home Guide. them something they want for the exchange of their email address.
That way when people join your list, they are clearly interested in what you have to offer and 10x more likely to be converted into a client.
?Differentiate yourself and talk directly to your ideal client! Learn How Niche Marketing Will Set You Apart .
3. MAKE IT EASIER FOR YOUR POTENTIAL CLIENTS
Not every one of your ideal clients is on social media – I know shocker right! Shoot, there may even be platforms that you are not even on. There is a good chance your target audience will include some very tech-savvy individuals and some not-so-savvy people.
But email is one of the most basic serves people use online. By emailing your audience you are making it easy for them to receive, read, and hopefully act on your message.
And with 58% of people checking their email first thing in the morning, there is a good chance you are going to be successful at reaching your potential clients.
4. CREATE ONE-ON-ONE CONNECTIONS WITH YOUR AUDIENCE
What makes you feel more special, a quick Happy Birthday comment on your Facebook page or a personal Happy Birthday email with an e-Card attached? Trick question. Having an email list for real estate leads that you nurture is way more personal than blasting out general messages to the masses or blanketing a neighborhood with postcards.
And because emails are more personal, your messages should be as well. The key to marketing is serve well before you ever try to sell. Allow your audience to get to know you, your expertise, and what you have to offer.
Give them free information, secret tips, inside access, links to helpful blog posts, and doses of inspiration. So when they are ready to hire an agent there is no question who they are going to reach out to.
5. EXPAND YOUR REACH
Remember what I said about your followers NOT seeing your posts? Don’t leave your marketing up to the whims of the social algorithms. When you prioritize growing your email list you are simultaneously growing your reach. Email marketing is one of the best ways to reach the largest audience for your marketing dollars.
The fact of the matter is, the more people who see your message the better the chance that someone will find it interesting and be inclined to hire you. If I could go back in time, I would have started an email list long before I built a website, focused on search engine optimization, and grew my Instagram to 10k+. Because I know now that your email is the true secret to turning likes into listings and growing you real estate business well beyond your wildest dreams.
Editor’s note: This article was created by Kary Perry, Agent at eXp Realty. Information deemed reliable but is subject to change.
About Building Better Agents
At Building Better Agents, we are dedicated to helping agents build successful real estate careers. We help agents develop a plan, build a database, and work smarter to uncover the keys to success as a real estate agent. All without cold calling, door knocking, and chasing expired listings. Building Better Agents Leaders Kerry Lucasse and Kary Perry are proud to be agents with eXp Realty.
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